In its latest print campaign, luxury fashion house Louis Vuitton has eschewed largely unpopular QR codes for an interactive technology that is more becoming of the brand’s elegant nature; scannable images. Utilising familiar scanning technology, Louis Vuitton Pass scans complete images rather than codes, creating a more aesthetically pleasing experience for the brand’s discerning customer base. Scannable images in the campaign are indicated by a subtle icon, alongside a prompt to download the app, which then connects the user with behind-the-scenes access to further content, including information about the image, product depicted and a store locator.

Louis Vuitton Pass is available from iTunes.